The launch is being made in the third “Invaso Tortuguita”, which aims to strengthen the relationship of the brand and increase its visibility
Arcor is launching its new positioning, “Think outside the shell”, and invites the consumer to be authentic and act according to their personality.
As part of the actions, Tortuguita is starring in a soap opera on its TikTok and Instagram channels, with nine episodes. The plot tells the hero’s journey of how the character got where she is, with her more than 330 thousand followers on the channel and 1.5 million likes.
@tortuguitaoficial Would you have a minute to hear the word out of the hull today? #thinkforadocasco #invasotortuguita
som original – Official Tortuguita
The positioning is being done in the third “Invaso Tortuguita”, which aims to strengthen the brand’s relationship with all points of contact and increase its visibility. Therefore, several direct actions with trade marketing, activations at points of sale, more than 50 social actions throughout Brazil, partnerships with distributors and specific initiatives to get closer to strategic customers make up all action planning that has a 360 approach.
The southern region of the country will have a special project along the Invaso Tortuguita in the Bove car of the Serra Verde train, which makes the tourist route from Curitiba/PR to Morretes, which will be personalized with the visual identity of the character during the 15th of September and October 15th.
Invaso, which reaches its third year in 2022, entered the calendar to leverage this strength of the brand. The last two editions totaled more than 160 million impacts and our objective is to generate more and more proximity to our public with fun content that generates a positive impact. The launch of Pense Fora do Caco brings exactly this provocation and has everything to do with the entire history of Tortuguita, which has been built for 25 years., said Anderson Freire, Marketing, Research and Development Director at Arcor do Brasil.
In addition to intense digital communication, Arcor promoted direct action with influencers, taking them to the Bragana Paulista factory, where the brand’s chocolates are produced.
